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Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into co…
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management.
Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessi…
"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into c…
"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into c…